comScore just put out some numbers for Latin America in regards to online video. I figured it's entirely possible that some of our readers have interest in the region and so I compiled a couple releases to take a look at how online video viewing is moving along with our neighbors to the south.

Mexico Leads the Way in Video Viewing

Mexico dominates Latin America with viewers averaging 14 hours of online video viewing a month with more than 80% of Mexican Internet users watching video. According to the comScore report, around 23 million Mexicans, 15 and older, watched some 3.5 billion videos which came out around 155 videos per viewer (with the odd definition of a video by comScore). Massive change over the past year and it's probably lower than actual numbers as they did not include public computers, etc (see below).

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Their 14 hours a month are, not surprisingly, dominated by Google with Grupo Televisa and Hispavista Sites coming in near the 1.5 hour mark each. An hour also goes to VEVO with other popular sites including Ustream and Dailymotion.

Top Mexico Online Video Content Properties Ranked by Unique Video Viewers- August 2012 Total Mexico – Viewers Age 15+, Home and Work Locations* Content Videos Only

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

Total Internet : Total Audience

22,873

3,573,414

831.3

Google Sites

19,485

2,187,880

393.6

VEVO

12,687

229,569

60.3

Viacom Digital

7,916

57,497

24.6

Facebook.com

6,491

28,581

17.9

Grupo Televisa

2,125

44,349

91.2

Ustream

2,088

21,171

45.8

Microsoft Sites

2,063

21,719

27.8

Hispavista Sites

1,766

25,063

82.7

Dailymotion.com

1,670

13,303

43.0

Yahoo! Sites

1,532

6,117

27.1

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Chile Dominates in Most Videos Per Viewers

Not to be outdone by soccer rival Mexico, Chile topped the charted with more videos per viewer than anyone else at 171. There are only around 6.8 million Chileans, 15+, watching online video but it's about 92% of the Internet-using population. They consumed 1.2 billion videos themselves and totaled up 13 hours a month per viewer. Year-to-year video numbers are up 48% and videos per viewer are up 39%.

Again, not surprisingly, Google rules the roost but VTR Globalcom is close behind and Canal 13 pulled over 2.5 hours per viewer. After that, Dailymotion leads the rest of the pack in Chile with just under an hour of viewing time per viewer.

Top Chile Online Video Content Properties Ranked by Unique Video Viewers - August 2012 Total Chile – Viewers Age 15+, Home and Work Locations*

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

Total Internet : Total Audience

6,827

1,173,618

765.1

Google Sites

6,129

966,282

379.3

VEVO

3,684

56,781

47.9

Viacom Digital

2,471

16,188

21.2

Facebook.com

2,116

9,506

15.9

Terra - Telefonica

1,040

19,905

28.7

Empresa El Mercurio S.A.P.

975

7,480

6.1

Ustream

840

7,825

53.8

Canal 13

682

6,812

157.5

Dailymotion.com

660

5,615

58.9

VTR GLOBALCOM

646

18,093

311.7

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Final Thoughts - Expand Your Audience Inmediatamente!

Other Latin American countries with high percentages of total population watching video include Argentina where 96% of the online population watched 117.2 videos per viewer in August, Brazil (84 percent reach, 125.4 videos per viewer) and of course, Mexico.

Clearly if you've got a product to market in Latin America you've now got some ideas on both where to advertise and where to target for maximum effectiveness. It also seems that it might be wise to start making some translated captions in Spanish and Portuguese for those major product videos etc. Much easier than going and getting complete voice tracks done, but that might be an option for you as well.

About the Author - Christophor Rick

Christophor Rick is a freelance writer specializing in technology, new media, video games, IPTV, online video advertising and consumer electronics. His past work has included press releases, copy-writing, travel writing and journalism. He also writes novel-length and short fiction as part of Three-Faced Media . View All Posts By - Christophor Rick